What Harley Davidson and Patagonia Know About Higher Ed

Creating a competitive advantage through brand community.

“If higher ed marketers lose the ability for prospective students to physically experience our points of distinction, then we need to work out how to breathe life into them, digitally.”

Higher education marketers are at an inflection point. COVID, new entrants to the market, and the drive to differentiate have spurred many institutions – especially smaller schools – to rethink their brand positioning.

Our manager of digital strategy Chris Huebner took a look how the tenets of brand community provide a useful framework for institutions looking for new ways to strengthen how they communicate their brand positioning for Volt Magazine, a publication that helps leaders in higher education make better marketing decisions.

Article originally published in Volt Magazine.



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